Persuasive Copywriting Buchzusammenfassung - das Wichtigste aus Persuasive Copywriting

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Zusammenfassung von Persuasive Copywriting

Name: Persuasive Copywriting
Rating: 4.3 (178 reviews)
Author: Andy Maslen

Andy Maslen

Cut Through the Noise and Communicate With Impact

4.3 (178 Bewertungen)

18 Min.

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Persuasive Copywriting
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What’s in it for me? Learn the secrets of good copywriting from an experienced pro.

Writing good copy is a skill that will continue to be valuable as long as people use words to sell things. So, even though copy has moved from direct mailings and the pages of catalogs to emails and company websites, the basic principles of copywriting are still being used today.

As these blinks explain, the dos and don’ts of copywriting still apply in a world where companies are increasingly focused on content marketing. After all, the point of content marketing is to get people to take a desired action, whether it’s to leave you their contact information or buy your product. And this is precisely what copywriting is all about.

So, whether you’re a seasoned pro looking to brush up on some fundamentals, or a newcomer eager to learn, you’re in the right place.

In these blinks, you’ll learn

why targeting your reader’s ego is never a bad thing;
how reading novels can improve your copy; and
why it’s sometimes okay to ignore the grammar police.

Good copy should appeal to the reader’s emotions, not the writer’s emotions.

If you’re a copywriter these days, you’ve surely heard people go on about how much has changed since the focus has shifted away from paper and ink towards social media and content marketing.

But while the places where copy is used may have changed, people remain fundamentally the same. Today’s customers have many of the same emotions, fears and desires that their predecessors had 50 or even 100 years ago. And what good copy has always done, first and foremost, is tap into a customer’s emotions. So in this respect, copywriting hasn’t changed that much.

The reason good copy will evoke certain emotions in a reader is because emotions are at the center of our motivations. Every copywriter wants a customer to take a certain action, whether it’s to make a purchase, provide a donation or sign up to a newsletter.

Therefore, the aim of every copywriter should be to evoke the emotion that will motivate the customer to take the desired action. To put it another way, you want to engage in empathetic copywriting.

Empathetic copywriting isn’t about being obvious and forceful; it’s about persuading readers who are considering how to spend their time and money. What the copy shouldn’t focus on are the emotions you, the writer, are experiencing.

For example, let’s say the copy is about a 10 percent discount offer. What you don’t want the copy to say is, “We are overjoyed to offer you an amazing 10 percent discount…” The reader didn’t open an email or click on a link because they were curious about your emotions, nor is the reader necessarily going to believe that any sort of discount offer is truly amazing. Visiting the Grand Canyon or witnessing the aurora borealis is amazing, so when you use this word to describe a sales offer you’re essentially diminishing its meaning. By doing this, you’re disrespecting the intelligence of the reader and doing a disservice to your copy.

So, instead of exaggerating your emotions with words like “overjoyed” and “amazing,” focus on the emotions you want your reader to feel by using more honest and effective words like “exclusive,” “members only” or “one-time-only.” By giving your reader the sense that she’s being made part of something exclusive, you’re tapping into her emotions in a way that will lead her to take your desired action.

Creative copy requires a lot of reading and writing, as well as an abandonment of rigid thinking.

Getting your reader’s attention with a snappy headline for something like an exclusive offer is only part of the challenge for a copywriter. You also have to hold that attention and get him to read beyond the headline. One of the best ways to do that is to use creativity when writing your copy.

Oftentimes, copywriters will use puns and maybe be a little cute or silly in their writing. But while humor can be a great tool, creativity is ultimately more than just making puns. True creativity is about solving problems with imagination and improvisation.

Writing for mobile and social platforms, or for content marketing purposes, requires special considerations.

No matter what kind of copy you’re tasked with writing, your client should give you a brief, which provides you with guidelines about the copy you’re expected to write. These guidelines should include what’s being promoted, what kind of benefit the product or service provides, what kind of brand voice needs to be used, and what kind of person the prospective reader is.

If these things aren’t included, do yourself a favor and ask for this information straight away. If you don’t, you’re likely to either struggle needlessly with the copy or turn in something that will need to be rewritten.

Effective ways to engage readers include the use of curiosity, secrets and storytelling.

So, you may be wondering, is there a formula for writing engaging copy? Well, the truth is there are countless approaches to capturing and retaining a reader’s attention, but there are some fundamental ideas about how that copy should be structured.

One of the oldest formulas out there is known as AIDA, which stands for Attention, Interest, Desire and Action. You want to gain the reader’s attention, hold her interest, and tap into her desires to convince her to take action.

Using flattery and the wisdom of ancient Greece can yield good results.

Some of the strongest emotions you can use in copywriting are those that stem from a person’s ego. As the saying goes, “flattery will get you everywhere.” So don’t be afraid to use language that subtly inflates your reader’s ego.

Let’s say your product is an airline membership that can save people time and money. You could write something that begins “As a valued customer, we’d like to offer you…” But how many times have you read those words?

Avoid the common traps of copywriting and don’t pay too much attention to the grammar police.

Good copywriting should always be pleasurable to read. And many of the techniques behind pleasurable writing, such as rhythm, pace, musicality and imagery, are developed over time. The more you read and write, the more you’ll recognize and be able to utilize these valuable techniques.

But here’s a good tip: use repetition to hammer home a point. For example, you could write, “Are you a copywriter? Then you’re going to love what I have to offer.”

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Worum geht es in Persuasive Copywriting?

Persuasive Copywriting (2019) is a valuable guide to the world of copywriting, with tips on how to get the attention and keep the interest of customers, as well as generate those all-important sales for your client. Author Andy Maslen takes time-tested techniques that have proven reliable for generations and shows how these are being successfully applied in an online world that’s increasingly focused on content marketing.

Wer Persuasive Copywriting lesen sollte

New and experienced copywriters
Marketing and sales professionals
Writers eager to engage readers

Über den Autor

Andy Maslen has been a sought-after teacher of copywriting techniques for many years and is the CEO of the Andy Maslen Copywriting Academy. He’s also the managing director of the corporate communications agency Sunfish. His clients have included The Economist, the New York Times, BBC Worldwide and the London Stock Exchange.

Kategorien mit Persuasive Copywriting

Kommunikation & Soft Skills Marketing & Vertrieb

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